Borderless Access

Although this might sound far-fetched at first, as shopping is a faster and often a cheaper way of spending one’s money as compared to traveling, however, with the recent Covid-19 crisis, the volatility and uncertainty surrounding the travel landscape and policies, the travel sector is now seeing higher consumptions. Over the past decade, there has been a rise in traveling to gain experience. Many industries have also discussed the growing popularity of this rising class of consumers who seek and value experiences. There is a consensus held on the fact that while the generation ‘Baby Boomers’ (born 1946-64) ensured necessities (housing, education & security) for themselves and their offspring, ‘Gen X’ (born 1965-1980) didn’t feel the need to worry about the necessities and instead worked towards attaining material quality of their lives (bigger houses, cars, superior education, and achieving financial stability and comfort.) Millennials purely live for the experiences that life has...

The world is increasingly becoming digitized, resulting in many online businesses. Although operating on social media is convenient, it can sometimes feel impersonal. Despite the fact that so many people communicate online, behind screens, this connected world can sometimes feel quite lonely. Both personal and business relationships are affected by this - specifically those between brands and their customers, as well as those between brands and their employees. Why do people feel disconnected from others and companies they do business with? A lack of  community . It is, therefore, critical for brands to invest in  community management  to connect with their customers and facilitate growth. 58% of businesses claim their customers remain loyal to the brand because of their online community. This article will explore community management, its importance, and valuable tips for building an effective community management strategy. What Is Community Management? It refers to the ...

Defining consumer preferences is always a demanding yet stimulating task. In a post-pandemic world where enormous data, advanced technology and a global audience pose a staggering challenge for  digital market research , the industry has smartly moved beyond all these challenges in 2022 with a hybrid approach. The shift from offline to online offered a new outlook on evolving consumer behaviours. Creating an engaging customer experience will be a major highlight in 2023.  Artificial intelligence  and  intuitive dashboard designs  will seamlessly enable it.  In-store shopping  is also set to transform as businesses are creating a novel retail experience. 2023 will also witness a harmonious sync of  integrated online-offline customer activity .   Here’s A Quick Look Into The Prominent Trends Featured In This Blog:  Empathy-driven customer insights -  Market research helps bridge customer insights to brand experience. Empathy is what c...

With each passing day, there is a growing choice of platforms for people to consume news, entertainment, sports and engage socially on. At the same time, this leaves marketers and brands with a difficult choice of having to choose between the various platforms or prioritize one over the year. Thanks to the unusual year 2020, consumer habits have further changed, making the task of marketing and advertising even more difficult. To bring some clarity on this matter, Borderless Access conducted an online study during the last months of 2020 to understand which platforms consumers prefer and trust. The study also sheds light on consumer preference for traditional media platforms versus digital platforms. In this blog, we compare US consumer preferences against the rest of the world. Exposure to brand messaging and ad conversion Not surprisingly, most people around the world (74%) were exposed to brand messaging on social media platforms, followed by television (67%). Interestingly, in the...

  Kenya and Nigeria cautiously optimistic in their marketing endeavours Covid-19 has turned the world upside down for almost every industry. The marketing industry is no exception. Globally, close to half of marketers have reduced their marketing activities for the meantime, aiming to increase them to full capacity again in the future. From a Sub-Saharan perspective, we see Kenya and Nigeria following this trend, while South Africa shows more polarization: On the one hand, some marketers have reduced their activities altogether while some on the other hand have actually increased them during the evolution of the pandemic. Naturally, Covid-19 has impacted most marketing budgets around the world. Of the Sub-Saharan countries, Kenya appears to be the hardest hit with two-thirds of its marketers claiming to be working on a significantly reduced budget. Marketers reflect their consumers’ reliance on social media It comes as no surprise that marketers worldwide are choosing to focus thei...